How to Turn a Claim from Questionable to Rock-Solid Believable


I’ve been helping one of my coaching clients Richard polish a print advertisement for his kitchen and bath remodeling business.

Here’s the last line of the ad: “That’s why our average review on Facebook and Google is 4.92 stars out of 5.”

You may be wondering…

”Why 4.92?”

Here’s why: Because 4.92 is the EXACT number. I did the math.

Not “nearly 5.”

Not “4.9.”

Four-point-nine-two. On the nose. Precise. Specific.

Precision paints a clearer picture.

Readers respond to specific.

Specificity sells.

“Nearly 5” sounds like a guesstimate.

“4.9” is better. It sounds like a fact.

“4.92” is rock-solid. It sounds like someone did the math. It’s the most believable. Readers respond to believable. Readers buy believable.

By the way, this isn’t just about statistics and math. This is about everything you write. This is about painting pictures that readers will buy. The best storytellers and marketers do this well. More on this in another email soon.

Whenever you’re ready…here are a few ways we can help you become a storytelling stand-out so you’ll land more clients:

1) Follow Tom Ruwitch on LinkedIn and Facebook and (if not subscribed already) join our email list.

2) Attend our free training: “How to Harness the Magnetic Power of Storytelling…” Discover how to transform marketing from a confusing, resource-draining hassle into something that’s simple, fun AND productive. Details and registration here.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.